Omnicom is out of the race for Aldi’s global creative account, according to a report in Campaign.
The UK-based trade title reported that Aldi UK’s relationship with McCann Manchester had come to an end as its parent company Omnicom is no longer in the running
McCann has been one of Omnicom’s global agency networks since the American holding company acquired IPG in late-2025.
Campaign also reports that there are two networks left in the running.
The creative pitch is part of a periodic review by the Aldi South Group, which comprises 11 markets including Australia, UK, US, China, Germany, Italy and other European countries.
This morning, an Aldi spokesperson told B&T: “The global tender for future creative agency services is ongoing. Participating agencies have been informed of the outcome following the latest evaluation stage, no final agency appointments have been made.”
Locally, Enero-owned creative agency BMF handles Aldi’s creative. The pair have produced some exceptional work over the years — including one of B&T’s all-time faves, the 2024 ‘Gravy Boat’ Christmas ad.
When B&T revealed in March that Aldi was reviewing its creative agency requirements in Australia, BMF CEO Stephen McArdle told us: “BMF has a strong, long-standing partnership with Aldi Australia and a new contract extension in place.
“BMF intends to actively participate in the global review of Aldi’s creative agency arrangements.”
Aldi’s work with McCann Manchester was also widely respected, most notably its Christmas work featuring loveable root vegetable, Kevin the Carrot.
Publicis controls Aldi’s global media account through a bespoke model called ‘Aldi One’.
Publicis-owned agency Zenith had previously retained the account in October 2022 after first winning it in 2016.
The review for the media account started back in January, with WPP Media and Omnicom Media Group also in the mix.
Publicis and Omnicom declined to comment when reached by B&T.
